And to start off, the ad says: To challenge is to believe in yourself...

Actually for a beer ad in Japan it's not bad. Incidentally, Asahi Super Dry has been the number one selling beer in Japan for quite a few years now.

Interesting observation on athletes and alcohol by soxfan. This reflects a more relaxed attitude in Japanese society towards drinking. Although the laws for drinking and driving are stricter than most states in the U.S., alcohol can be readily purchased in vending machines and public consumption is not camouflaged with brown paper bags!